Loewe has provided an early look at its forthcoming Spring/Summer 2026 women's collection through a teaser campaign that signals the beginning of a new creative chapter under the direction of Jack McCollough and Lazaro Hernandez. The campaign introduces a distinct aesthetic, hinting at the innovative approach the Proenza Schouler founders are expected to bring to the renowned Spanish fashion house. Their inaugural runway presentation is slated for October 3, 2025, in Paris.
The campaign, photographed by Talia Chetrit, features prominent figures from contemporary culture, selected for their fresh appeal and embodiment of new beginnings. McCollough and Hernandez, who were appointed in April 2025, have characterized the campaign as an expression of a spirit grounded in craftsmanship, vibrancy, and sensuality. This vision is closely tied to Loewe's Spanish heritage and reflects the designers' optimistic outlook.
Set in sunlit, poolside locales, the imagery emphasizes a tactile quality and a sense of relaxed spontaneity, moving away from conventional fashion displays. This visual language suggests a deliberate fusion of their innovative ideas with Loewe's established legacy, prioritizing atmosphere, mood, and anticipation over overt statements.
This new direction marks a fresh perspective for Loewe, one that honors its historical roots while embracing contemporary sensibilities. The designers have expressed their honor in joining Loewe, noting the alignment of the house's values and mission with their own. They anticipate collaborating with the skilled teams and artisans whose contributions have established Loewe as a significant cultural entity.
The campaign is presented as an initial statement, initiating a new dialogue for the brand and establishing a tone and spirit that is both fundamental to Loewe and personally resonant with the designers. The inclusion of emerging actors and performers, such as Isla Johnston and Lewis Gribben, highlights a conscious decision to spotlight youth and potential, aligning with the theme of discovery and new promise. Talia Chetrit's intimate photographic style, which often explores identity and performance, enhances this vision, producing portraits that are unadorned and focused on presence and attitude. This teaser campaign serves as a compelling preview, setting the stage for the full presentation of McCollough and Hernandez's creative direction, which is poised to merge tradition with modernity in innovative ways.